A01=Barrie Gunter
Adult UK Population
advertising effectiveness research
ageing population studies
Agnostics
Author_Barrie Gunter
Average Index Score
behaviour
Category=JBFS
Category=JBSP4
Category=JHM
Commercial Message
Confident Consumers
Congregate Care Facilities
consumer psychology
consumers
demographic analysis
disengagement
eq_bestseller
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
Fashion Opinion Leadership
Fast Forward Mode
grey
Grey Market
Heavy Viewers
Lead OECD Country
leisure behaviour analysis
Light Viewers
market
Mass Medium
mature
Mature Market
media consumption patterns
occupational
Old People
Placing Purchase Orders
purchasing behaviour in later life
Read USA Today
Rubin 1982b
segment
Self-perceived Age
Service Advertisers
Socio-economic Class
Sri International
Television Orientation
theory
UK Household
younger
Younger Consumers
Product details
- ISBN 9781138462625
- Weight: 453g
- Dimensions: 156 x 234mm
- Publication Date: 11 Sep 2017
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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There are more people over 50 than ever before, with numbers likely to continue to rise. They are wealthier, healthier and happier than our old stereotypical images lead us to believe, yet this segment of the market is under-researched. In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of this group. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force. In order to reach this group, marketers need to know how best to target advertising and respond to the changes that have occurred. Understanding the Older Consumer provides a wealth of information on older people's lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping preferences that will be invaluable to students of marketing, media and social psychology.
Barrie Gunter is a psychologist and Professor of Journalism at the University of Sheffield. He has written over 30 books on various media, marketing and management topics and conducted his own widespread research on media and advertising issues.
